DETROIT - Quicken Loans and Rock Ventures put together the "Opportunity: Made in Detroit" commercial in-house just days before the World Series, but company president and CEO Matt Cullen said the entire campaign is a reflection of what the company and the city have been doing all along.

The commercial, reminiscent of Chrysler’s 2011 Super Bowl ad featuring Eminem, features a mix of shots of young workers in a variety of skilled trades and famed locations around the city of Detroit.

Calling the city “an explosive high tech corridor located at the intersection of muscle and brains,” the narrator asks, “What does opportunity look like? It looks like Detroit.”

That narrator, of course, as none other than Detroit entertainer Kid Rock, who was approached with a limited timeline, as the entire idea for the commercial itself had come together with haste.

“The decision was made literally about a week before,” Cullen said of pursuing a TV spot for baseball's biggest series.

Cullen said that so many irons are in the fire in Detroit right now, at both Rock Ventures companies and throughout the city, that he, Quicken Loans founder Dan Gilbert and others began challenging staff to think of ways the city could showcased to a national audience as soon as it became known that the Detroit Tigers would be facing the San Francisco Giants on such a large stage.

Once staff crafted the spot, Quicken had to reach out to Comerica Park and the Tigers and others to see if they could squeeze it in. That all fell in to place, but they still needed to find their desired voiceover.

“We reached out to Kid Rock, after thinking of cool things that were done in Detroit, and he had done a great show with (Detroit Symphony Orchestra),” Cullen said, referring to his fundraising concert organized by Rock Ventures for the DSO that helped raise $1 million. “And then Dan said, ‘What if he was the voiceover?’”

They go in touch with the entertainer and he immediately agreed to do the spot. He was travelling around California at the time though, so they had to send him the script. He found a studio, and then sent it back, and the one-minute-long commercial would be on its way to the World Series.

“I don’t know what the average time to create, and produce, and film and get all the approval for a national TV commercial is, but I think it’s months, not days, so the work they did is just phenomenal to pull it all together,” Cullen said.

Rock Ventures President and CEO Matt Cullen

Cullen could not say exactly how much it cost to produce the spot, but said it was “hundreds of thousands” of dollars. He said it was originally scheduled to run in game 5, should there have been one.

“But as far as the post, we’ll find other times to utilize it,” Cullen said. “It’s more of a theme for what’s taking place in the city. That one was specific for the Tigers but if you let your mind wander a little bit there’s plenty of other things it can be tailored to.”

“Although to be clear, all the things we’ve been working on Detroit, our intern programs, moving all our people down here, all of the sort of substance toward the commitment to Detroit, obviously has been ongoing,” Cullen said.